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The Brand Gap: How to Bridge the Distance Between Business Strategy and Design Paperback – 24 Jan 2003

4.0 out of 5 stars 22 customer reviews

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Paperback, 24 Jan 2003
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Product details

  • Paperback: 192 pages
  • Publisher: New Riders; 1 edition (24 Jan. 2003)
  • Language: English
  • ISBN-10: 0735713308
  • ISBN-13: 978-0735713307
  • Product Dimensions: 13.4 x 1.3 x 20.3 cm
  • Average Customer Review: 4.0 out of 5 stars 22 customer reviews
  • Amazon Bestsellers Rank: 1,387,887 in Books (See Top 100 in Books)
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Product description

Synopsis

There's a buzz about branding these days, as business strategists, designers, developers, marketers and CEOs seek to rebuild the web--and indeed whole companies--by paying attention to user experience. The Brand Gap is a concise primer for anyone who wants to leverage the power of branding. It shows the reader how to make the leap from a logical business strategy to powerful, creative execution. After explaining what a brand is (and what it isn't), and the foundations of a brand, the author takes the reader through five critical disciplines: Differentiation, Collaboration, Innovation, Validation, and Cultivation. Finally, a summary of key take-home lessons is included to stimulate conversations about building an enduring brand. There's a burning desire for information about how the 'rubber meets the road' in building brands. This is the need that The Brand Gap fills.

About the Author

Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. His bestselling "whiteboard" books include THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY. His video, MARTY NEUMEIER'S INNOVATION WORKSHOP, combines highlights from all three books into a hands-on learning experience. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.



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